Your default reaction is to get greedy

Greed leads you to think, to yourself, This is a universal product. Everybody wants it!

You tell yourself, The more people I can target, the better my results will be (and the less likely you are to feel the sting of rejection & failure).

All this leads you to design a product, and marketing, that is as vague as possible. Why? Well, if it’s for everybody, you have to serve everybody. You can’t prioritize for one type of customer or another. You can’t make choices.

Unfortunately this is a fast track to failure. Entropy is grinning at you.

Nobody wants to be everybody

One of the keys to powerful marketing is resonance. You want your market to see it, hear it, and exclaim, “Oh my god. That’s SO RIGHT. I NEED THAT.”